ISSN:
0144-3585
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Investigates empirically the importance of buyer characteristics aswell as product and service classifications on the informational contentof advertising supply by sellers utilizing Yellow Pagesadvertisements from six US cities. The analysis and tests extend thecategories used in previous tests by including so-called "credencegoods" by analysing the impact of alternative buyercharacteristics as proxies for time and information costs. Theintra-city and, to a lesser extent, inter-city comparisons lend supportto the contemporary theory of advertising as information.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/01443589510086970